Comet marketing push to overhaul service reputation

Comet, the Kesa Electricals-owned retailer, is poised to launch a major marketing push to shake off its reputation for poor customer service to coincide with its annual results later this week.

The marketing drive is expected to include a brand repositioning and also a new logo for Comet.

The move follows significant brand repositioning exercises by several of Comet’s big competitors, including DSG International’s PC World. It also follows the entry into the UK market of US electronics retailer Best Buy.

Kesa will move back into the black in full-year results on Wednesday. Kesa Electricals has already flagged up pre-tax profits of £76m for the year to April 30 – up from losses of £81.8m the previous year.

Comet recently appointed Euro RSCG London to its £13m UK advertising business.

The electronics retailer called a pitch for its advertising business in October last year, in reaction to increased marketing activity from competitors such as PC World and Argos. Saatchi & Saatchi, the incumbent on the account since 1995, declined to repitch for the business.

This story first appeared on Pitch

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